{"product_id":"from-marginal-to-mainstream-helen-edwards-9781398604339","title":"From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - And How to Get There First","description":"\u003cp\u003e\u003cb\u003eLegacy brands are struggling. The hand-to-hand combat for advantage has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eThis book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. \u003cp\u003e\u003c\/p\u003eWhy? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven disruption', promoting new innovation, new routes to market, new winners and losers - and new growth. \u003cp\u003e\u003c\/p\u003eUsing original research and analysis of the brands that have successfully backed marginal behaviours, \u003ci\u003e\u003cb\u003e From Marginal to Mainstream\u003c\/b\u003e\u003c\/i\u003e provides a framework for understanding and evaluating this non-obvious, untapped potential. \u003cp\u003e\u003c\/p\u003eMarginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. \u003cp\u003e\u003c\/p\u003eToday's margins are tomorrow's pot of gold - if you know where and how to look.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Helen Edwards\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 139860433X\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781398604339\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 02\/28\/2023\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 264\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.22lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.88d","brand":"Helen Edwards","offers":[{"title":"Hardcover","offer_id":44064536002815,"sku":"9781398604339","price":84.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_27fc697b-b7ed-4374-9c86-d7f06a7002bc.jpg?v=1685396066","url":"https:\/\/www.whiterainbookhouse.com\/products\/from-marginal-to-mainstream-helen-edwards-9781398604339","provider":"WR Book House","version":"1.0","type":"link"}